Connoisseurs, spenders, wine, Croatia


This paper had a goal to explore the knowledge and spending power, which frequent criteria are for target groups, although they are rarely distinguished in a systematic way. This paper develops motivation for a thorough distinction and reveals differences among connoisseurs and spenders within the Croatian wine market. A theoretical model of the two target groups in a framework around the BCG matrix was developed. For the empirical verification, standardized face-to-face interviews were conducted with 307 Croatian wine consumers. For the sake of knowledge, both self-reported and observed measures were used. Our findings confirm that Connoisseurs emphasize particularly functional characteristics of wine that constitute self-related items such as self-fulfillment and social values, while spenders rather emphasize the gastronomy experience of wine. The difference between connoisseurs and spenders can be translated into marketing strategies that emphasize different product attributes and characteristics of wine at different stages of the product life cycle.


Download data is not yet available.


1. Banting, P.M., Blenkhorn, D.L., Kosenko, R. (2015). An Exploratory Investigation of New Product Adoption Decision Criteria Reported by Non-Food Retail Chain Buyers. In: Malhotra N. (eds) Proceedings of the Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science, Springer, ISBN 978-3-319-11797-3
2. Bruwer, J., Lesschaeve, I. (2012). Wine tourists destination region brand image perception and antecedents: Conceptualization of a winescape framework. Journal of Travel & Tourism Marketing, 29(7), 611–628, doi: 10.1080/10548408.2012.719819
3. Cypryjanski, J., Grzesiuk, A., Rudawska E. (2016). The Behaviour of Inexperienced Buyers in Buy-It-Now Online Auctions. In: Nermend K., Łatuszyńska M. (eds) Selected Issues in Experimental Economics. Springer Proceedings in Business and Economics, Springer, ISBN 978-3-319-28419-4
4. Degener, M. (1999). Branding of services, with special reference to the financial service sector. Stellenbosch: University of Stellenbosch
5. Dodd, T.H., Kolyesnikova, N., Wilcox, J.B. (2010). A matter of taste: Consumer preferences of sweet and dry wines. 5th International Academy of Wine Business Research Conference, Auckland, New Zealand, http://academyofwinebusiness.com/wpcontent/uploads/2010/04/DoddKolyesnikovaWilcox-A-Matter-of-Taste.pdf
6. Drews, H. (2008). Abschied vom marktwachstums-marktanteils-portfolio nach über 35 jahren einsatz? Eine kritische überprüfung der BCG-matrix. Zeitschrift für Planung und Unternehmenssteuerung, 19(1), 39–57. doi.org/10.1007/s00187-008- 0041-8
7. Fattorini, J. (1994). Professional consumers: Themes in high street wine marketing. International Journal of Wine Marketing, 6(2), 5–13. doi.org/10.1108/eb008628
8. Frascarelli, L. (2005). Come back to Kendal urge traders. The WestmorelandGazette, https://www.thewestmorlandgazette.co.uk/news/594550.display/
9. Freedman, L.P., Kujawski, S.A., Mbuyta, S., Kuwaweraruwa, A., Kruk, M.E., Ramsey, K., Mbaruku, G. (2018). Eye of the beholder? Observation versus self-report in the measurement of disrespect and abuse during facility-based childbirth. Reproductive Health Matters, 26(53), 107–122. doi.org/10.1080/09688080.2018.1502024
10. Fritton, M. (2004). Kommunikation und marketing für eine förderbank. In W.L. Brunner (Ed.), Erfolgsfaktoren im Bankmarketing, Wiesbaden: Gabler Verlag, ISBN 978-3-322-82491-2
11. Frochot, I. (2000). Wine tourism in France – A paradox? In C.M. Hall, B. Cambourne, L. Sharples, N. Macionis (Eds.), Wine tourism around the world. Amsterdam: Elsevier. ISBN 0 7506 5466 X
12. Getz, D., Dowling, R., Carlsen, J., Anderson, D. (1999). Critical success factors for wine tourism. International Journal of Wine Marketing, 11(3), 20–43. doi. org/10.1108/eb008698
13. Gite, P., Kumar Roy, C. (2014). Export markets segmentation, performance and marketing of Indian carpet industry: A BCG matrix approach. Pacific Business Review, 6(11), 28–33.
14. Hedley, B. (1977). Strategy and the business portfolio. Long Range Planning, 10(1), 9–15.
15. Ilak Persuric, A.S., Damijanić Težak, A., Kerma, S. (2018). The relationship between autochthonous wine attributes and wine consumption motives. Economics of Agriculture, 65(4), 1337–1357. doi:10.5937/ekoPolj1804337I.
16. Kawamae, N. (2015). Real time recommendations from connoisseurs. KDD15 Proceedings of the 21st ACM Conference, New York, ACM, ISBN 978-1-4503- 2404-5
17. Kendall, P.A., Elsbernd, A., Sinclair, K., Schroeder, M., Chen, G., Bergmann, V., Hillers, V.N., Medeiros, L.C. (2004). Observation versus self-report: Validation of a consumer food behavior questionnaire. Journal of Food Protection, 67(11), 2578–2586. doi.org/10.4315/0362-028X-67.11.2578
18. Kotler, P., Keller, K.L. (2016): Marketing management. New York: Pearson, ISBN- 13 9780133856460
19. Kruger, M., A. Viljoen, M. Saayman (2015). Who are the big spenders at a motorcycle event? Journal of Economic and Financial Sciences 8 (2) 327-353.
20. Lange, B. (2018). The paradox between individual professionalization and dependence on social contexts and professional scenes. In E. Innerhofer, H. Pechlaner, E. Borin (Eds.), Entrepreneurship in culture and creative industries. FGF Studies in Small Business and Entrepreneurship. Cham: Springer, ISBN 978- 3-319-65506-2.
21. Legohérel, P., Wong, K.K.F. (2006). Market segmentation in the tourism industry and consumers spending. Journal of Travel & Tourism Marketing, 20(2), 15–30. doi.org/10.1300/J073v20n02_02
22. Lindholm J., Kaptein, M., Parvinen, P. (2015). The price of customer engagement: How substitution in online services leads to decreasing revenues. In L. Robinson, Jr. (Ed.), Marketing dynamism & sustainability: Things change, things stay the same…. Developments in marketing science: Proceedings of the academy of marketing science, Springer, ISBN 978-3-319-10912-1
23. Madsen, D.Ø. (2017). Not dead yet: The rise, fall and persistence of the BCG matrix. Problems and Perspectives in Management, 15(1), 19–34. doi.org/10.21511/ ppm.15(1).2017.02
24. McAnley, J.J., Leskovec, J. (2013). From amateurs to connoisseurs: Modelling the evolution of user expertise through online reviews, Proceedings of the 22nd International Conference on World Wide Web. New York: ACM, ISBN 978-1-4503-2038-2
25. Meler, M., Horvat, D., Kristic, J. (2016). Wine consumer traits. Journal of Agricultural, Food and Environmental Sciences, 70, 20–26.
26. Moufakkir, O., Singh, A.J., Moufakkir-van der Woud, A., Holecek, D.F. (2004). Impact of light, medium and heavy spenders on casino destinations: Segmenting gaming visitors based on amount of non-gaming expenditures. Gaming Research & Review Journal, 8(1) https://digitalscholarship.unlv.edu/grrj/vol18/iss1/4
27. Murphy, J.H. (1962). New products need special management. Journal of Marketing, 26(4), 46–49.
28. Nissen, V. (2019). Advances in consulting research. Heidelberg: Springer, ISBN 978-3-319-95999-3
29. Pomarici, E., Lerro, M., Chrysochou, P., Vecchio, R., Krystalli A. (2017). One size (obviously not) ft all: Using product attributes for wine market segmentation. Wine Economics and policy 6:98-108. doi.org/10.1016/j.wep.2017.09.001
30. Ritchie, C. (2009). The culture of wine buying in the UK off-trade. International Journal of Wine Business Research, 21(3), 194–211. doi.org/10.1108/17511060910985944
31. Schürmann, M. (2016). Marketing – in vier schriten zum eigenen marketingkonzept. Zürich: Hochschulverlag. ISBN 978-3-7281-3715-9 (E-Book), doi/10.3218/3715-9
32. Sellers-Rubio, R., Nicolau-Gonzalbez, J.L. (2016). Estimating the willingness to pay for a sustainable wine using a Heckit model. Wine Economics and Policy, 5(2), 96–104.doi.org/10.1016/j.wep.2016.09.00
33. Suksantilap, P., Leelasantitham, A., Glesner, M. (2017). A survey of demand factors utilized in the facial surgery service business using BCG matrix. International Journal of Applied Biomedical Engineering, 10(2), 10–15.
34. Tao, Z.-Q., Shi, A.-M. (2016). Application of Boston matrix combined with SWOT analysis on operational development and evaluations of hospital development. European Review for Medical and Pharmacological Sciences, 20, 2131–2139.
35. Thach, L., Olsen, J. (2015). Profiling the high frequency wine consumer by price segmentation ithachn the US market. Wine Economics and Policy, 4(1), 53–59.doi. org/10.1016/j.wep.2015.04.001
36. Ticknell, E. (2005). Mediating the family: Gender, culture and representation. Bristol: Hodder Arnold, ISBN-13: 978-0340740804
37. Veal A.J. (2006). Research Methods for Leisure and Tourism: A Practical Guide. Pearson Education Limited: Essex, 1-559, ISBN 0273682008.
38. Vrontis, D., Kogetsidis, H., Stavrou, A. (2006). Strategic marketing planning for a supplier of liquid food packaging products in Cyprus. Journal of Business & Industrial Marketing, 21(4), 250–261. doi.org/10.1108/08858620610672623
39. Warde, A., Martens, L. (2000). Eating out: Social differentiation, consumption and pleasure. Cambridge: Cambridge University Press, ISBN 9780521599696
40. Wedel, M., Kamakura, W.A. (2012). Market segmentation: Conceptual and methodological foundations. Heidelberg: Springer, ISBN 978-1-4615-4651-1
41. Wicks, B.E., Schuett, M.A. (1994). Using travel brochures to target frequent travellers and big-spenders, Journal of Travel & Tourism Marketing, 2(2–3), 77–90.




How to Cite

Ilak Peršurić, A. S., & Mann, S. (2019). WHAT DISTINGUISHES CONNOISSEURS FROM SPENDERS? A CASE STUDY OF WINE IN CROATIA. Economics of Agriculture, 66(4), 929–940. https://doi.org/10.5937/ekoPolj1904929I



Original scientific papers

Most read articles by the same author(s)